ChocXO
As SoCal's first bean-to-bar chocolate experience, ChocXO was started out of a love for chocolate and all of its fine flavor notes. As the company's first team member, I was tasked with building a brand from the ground up. It had to appeal to a high-end market, while still being affordable and fun. The identity system also had to be flexible as the company expanded from tours and retail to coffee roasting, cafes, and wholesale.
Designing the logo.
Since chocolate was discovered in Mesoamerica, the brand name was a combination of the Aztec word for "chocolate" ("xocoatl”), and the pure love of chocolate growing and manufacturing (represented by the "XO" for hugs and kisses). We wanted the XO to be the thing remembered most.
Brand colors and typefaces.
Bars, truffles, and packaging.
Using 3D-printed mockups, every detail from the chocolate bar's shape to the final wrappers and ribbon was intentionally created to reflect the brand.
One website, many intents.
The site had to serve guests who were interested in booking tours and shopping online, as well as customers looking to buy wholesale or place orders for large events.
Factory tour and store.
As SoCal’s first bean-to-bar chocolate experience, the factory tour and store had to be first-class. Starting with a 3D model of the floor plan, every piece of machinery, wall, and way-finding piece was visualized to ensure guests had an experience that wowed. Once the pre-visuals were approved by the CEO, I designed and coordinated with printers and installation crews.
Coffee and cafes.
ChocXO combined their single-origin cacao with single-origin coffee by opening three cafes. With two in the US and one in Canada, each space was designed in 3D. I was charged with overseeing the design of custom retail displays, menu boards, barista stations, bakery displays, and interior design.
